Celebrities don't sell, the product does: Ananth Narayanan on what makes a D2C brand last
At TechSparks 2026, the BRND.ME founder says the growth-hack era is over and the brands that survive will be built on product love, cash flows and global ambition.
Ananth Narayanan, founder and CEO of BRND.ME, spoke at the 17th edition of YourStory's TechSparks about the challenges and opportunities facing direct-to-consumer (D2C) brands. He emphasized that the bubble has burst in the D2C space and that brands must earn their success over a long period - typically seven to 15 years. Narayanan warned that shortcuts are not a viable option, and that patient capital is becoming more accessible through acquisitions by FMCG giants and upcoming IPOs.
He advised founders to be frugal and focus on global branding from the outset. India's next big brands, he believes, will be built for overseas shoppers, leveraging platforms like Amazon Global Selling and AI agents trained on consumer data. BRND.ME, which earns over half its revenue outside India, uses these tools in product development.
The founder shared his experience with Majestic Pure, an aromatherapy brand that offers comparable products at a lower price point than competitors. Narayanan stressed the importance of a strong product-market fit, as well as real product love and cash flows. He highlighted the need for real R&D and high-quality packaging, even if it requires outsourcing to a US agency.
Regarding celebrity endorsements, Narayanan stated that while a face can provide initial momentum, it cannot secure repeat consumers. He concluded by urging founders to build products they love, as this will ensure long-term success and growth.
Written by urgent.news from YourStory's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
